体育明星电视广告代言研究

Research on TV Advertising Endorsements of Sports Stars

以中央五频道2013—2015年间播放的电视广告为样本,采用内容分析法对体育明星的电视广告代言情况进行分析。结果显示:(1)体育明星进行电视广告代言的比例非常高,占27.66%;而在电视商业广告中,这一数字达到了36.05%,说明体育明星在电视广告中的流行程度非常高。(2)电视广告中体育明星的代言内容十分广泛,以汽车、公益、体育用品、酒类、赛事、媒体、企业形象、饮品等八类为主,并且体育相关产品的51.0%、非体育相关产品的25.7%都是由体育明星来代言的。(3)体育明星代言电视广告的数量与奥运会密切相关,企业选择体育明星作为代言人受体育明星的流行程度、匹配性、领域地位等因素的影响。(4)未来体育明星电视广告一定程度上会受移动广告的冲击,但是体育娱乐化也进一步拓宽了体育明星代言电视广告之路。

Based on the TV advertising broadcasted by CCTV-5 from 2013 to 2015,the content analysis method is used to analyze the TV advertising endorsements of sports stars.Conclusions:(1)The proportion of sports stars in TV advertising is very high,accounting for 27.66%;in TV commercials,this number reached 36.05%,indicating that sports stars are very popular in TV advertising.(2)TV advertising has a wide range of endorsements,including cars,public welfare,sporting goods,alcohol,sport events,media,corporate image,drinks,etc.,and 51.0% of sports-related products,25.7% of non-sports-related products are endorsed by sports stars.(3)The number of TV advertising endorsed by sports stars is closely related to the Olympic Games.Enterprises choose sports stars as spokespersons because of their popularity,matching and status.(4)In the future,sports star TV advertising will be affected by mobile advertising to a certain extent,but sports entertainment has further broadened the road of TV advertising endorsement of sports stars.